Sauce wine C, where to go?

In recent years, the backlog of channel inventory, increased circulation costs and other stock era of the injury is more and more obvious, the competitive environment of liquor from the channel side gradually transition to the consumer side.

Some industry experts said: "Channel is king has become history, and now is the era of traffic is king. 'User-centered' has become the consensus of the liquor industry, and China's liquor industry has entered the era of C- end."

On March 23, the Langjiu Three Tasting Festival was held at Langjiu Manor on the left bank of the Chishui River. Prior to this, the "Yunshang Three Tasting Festival" was launched online. This industry event not only successfully attracted 1.2 billion interactions during the 13 days of the launch of the event, but also provided strong proof for the C- end transformation of the sauce and wine industry.

In this context, the major sauce and wine enterprises have been making efforts to face the consumers in the C- side, trying to "get the C- side, win the world".

01
Blossom everywhere

Sauce Wine Enterprises Seize C- Side Traffic

Under the general trend, the internal volume has been strengthened, and C- end activities such as cultivation, transformation and competition around consumers have emerged one after another. Festival-making activities, ritualized interaction, integration of wine and tourism, high-end tasting meetings and member platforms have blossomed everywhere.

So far, the three-tasting festival of Lang wine has been held for four consecutive times. With the theme of "Human Lang Taste", this three-tasting festival invites Lang wine Fans from all over the world to share the food life, local conditions and customs of the world in the cloud. Official data show that since the online activity was launched 13 days ago, a total of 1.2 billion people have gone to the cloud for carnival. A total of 1 million bottles of "Shun Pin Lang & Xiao Lang Wine" were given out in the offline tasting activities, with 1 million interactive participants. Become an industry event of BC linkage.

In recent years, around the "three-product strategy" of quality, brand and taste, Langjiu has continued to build a C- end matrix platform including Langjiu Manor and Langjiu Member Center, thus building a three-ring value chain of "production, sales and experience" centered on C- end consumers and core customers.

As the leader of the sauce industry, Maotai's C- end road is also far ahead. Prior to this, Maotai and Ruixing jointly launched the "Maotai-flavor Latte", which broke the circle strongly online and offline, realizing the "first mouthful of Maotai" for young consumers ".

The micro-wine combing found that in the past two years, the pace of Maotai's younger layout has never slowed down. From the Maofan Carnival sweeping across the country to the launch of "I Maotai" APP, the introduction of various flavors of Maotai ice cream, the operation of direct selling Sunda Feng digital world, to the explosion of "Maotai Scent Latte", every step has spilled with youthful and fashionable flavor. Maotai into the consumer, strong layout of the C- side trend can be seen.

In addition, all Maotai-flavor brands are exerting their power on the C- side and joining the wave of the C- side movement of Maotai-flavor. For example, the high-end tasting meeting of "Jun Pin and Elegant Banquet" launched by Xi Jiu, the "National Powder Festival" created by Guotai, the "One Bottle Set" customized service launched by Wuling Amber Wine, and the "Sauce Enjoy Meeting" held by Xiao Gua Tu Xian are all the C- end layouts of Maotai-flavor wine.

02
All the way to c

Why has C- terminal become the new pursuit of sauce wine?

First, demand is the primary productive force. From the perspective of consumer demand, after experiencing the baptism of quality and the awakening of consumption, consumers are no longer pursuing simple drinking taste and product services, but a higher level of emotional resonance and experience from the brand.

Secondly, from the perspective of liquor market pattern, after entering 2020, mainstream liquor enterprises, especially the first-line Chinese famous liquor enterprises, have basically completed the division of liquor merchant resources, and the B- end pattern has been initially completed. In the era of stock competition, whether it is based on KOL or KOC, sauce-flavored liquor needs to fully enter the C- side field and intensively cultivate consumers.

In addition, from the channel point of view, the traditional sauce wine sales mainly rely on distributors and group buyers, manufacturers directly connected to the C- side, can reduce intermediate links, reduce channel costs, improve profit margins. At the same time, the C- end operation of factory direct sales also helps enterprises to better control market prices, reduce the occurrence of price chaos, and safeguard the interests of manufacturers to a greater extent.

Finally, the rapid development of social Internet technology, especially the popularity of mobile Internet and social media, provides a technical basis for digital management such as network communication, e-commerce live broadcast, code scanning and bottle opening, and provides a basic guarantee for the C- end action of sauce wine.

03
vendor game
C- end is the end-result of sauce wine?

While the C- end movement of soy sauce wine is in the ascendant, market chaos has followed.

Wine companies use the flattening of channels to develop high-quality group buying customers of distributors into agents, and cut off the cost support for distributors in a "one size fits all" manner. Under the background of poor terminal sales, the damage of channel profits will undoubtedly further intensify the relationship between manufacturers. In addition, some wine companies are not in place in the process of policy implementation, caused such as self-cover sweep code to receive red envelope set fees, tasting will arbitrage and other channels of chaos.

Therefore, for the liquor market that is highly dependent on distributors, especially the group buying-based sauce wine, in the process of "all the way to C", manufacturers have intensified the game for their own interests. How to balance the interests of manufacturers is an urgent problem for manufacturers to promote the C- side strategy.

In addition, as an important grasp of the C- side live e-commerce is also frequent chaos, after the rise of online live, many wine merchants have entered the game. However, the online sales of famous wines need the authorization of wine companies. Some wine companies abuse the authorization for their interests and even have been exploited by lawless people, which has led to chaos in the online wine market.

Under the heat, calm thinking. Although C- end is an important trend to resolve the industry crisis, it is not the ultimate destination of all sauce products. Building a brand to improve quality and improve efficiency to meet consumer needs is the starting point and destination of C- end, and it is also the end of the sustainable development of sauce wine. Any behavior that uses C- end as an excuse will be eliminated by the industry.

Sauce wine products should be based on their own characteristics and market demand, choose the appropriate sales channels and development strategies to achieve sustainable development.

Wen | Huang Yating

Editor | fish is not a child